Italian luxury brand Gucci has appointed Georgian designer Demna as its artistic director, owner Kering said on Thursday, as it tries to revitalise its struggling flagship label and stop a slide in sales.

ROME (AP) — Gucci announced Thursday that the Balenciaga artistic director Demna, who goes by one name, will take over the creative direction of the Italian luxury fashion house, starting in July.

Kering appointed Demna Gvasalia as artistic director of Gucci, turning to the Balenciaga designer to inject new life into its flagship brand at a difficult time for the industry.

Of all the names rumored for the Gucci role over the last month—and there were a lot of them— Demna, who was announced as its new artistic director today, is both the most obvious and the least.

Today, Kering announced that Demna will take on the role of Artistic Director at Gucci beginning in early July. The news comes several weeks after Sabato De Sarno departed the brand. It also comes on the heels of what turned out to be Demna’s last Paris ready-to-wear show as the house’s creative director.

Following the recent announcement of Sabato de Sarno's departure, the Italian fashion house has found a new king within the Kering family

"Gucci is done. Kering is done." The post Forum Members React to Demna Becoming Gucci Creative Director appeared first on theFashionSpot.

Just hours after Donatella Versace announced her departure from the brand her brother, Gianni Versace, founded and she led for nearly 30 years, another Italian house shared its own piece of breaking news.